By TLL Staff
Popeyes has launched a new version of its game-changing chicken sandwich through a partnership with Truff, a California-based hot sauce brand.
The sandwich features Popeyes’ original chicken sandwich topped with Truff’s Spicy Mayo, which includes red jalapeno, mayo and black winter truffle. The mayonnaise is also available for purchase on digital channels for $1.
“Both Popeyes and Truff have reimagined our industries, and now we are coming together to challenge the status quo on the concept of ‘fancy food,’ but for every day,” Sami Siddiqui, president of Popeyes, said in a statement. “’We Don’t Make Sense, We Make Chicken’ is the ethos behind Popeyes culinary innovation and this collaboration is no exception. It initially might not make sense to a food connoisseur to crave truffle on a fast-food chicken sandwich, but Popeyes food defies all logic with its homemade traditions and vibrant flavors.”
Since its 2017 launch, Truff has gained a dedicated social media following and a vote of approval from Oprah, among other celebrities. The luxury condiment brand describes its signature hot sauce “as if truffle and sriracha had a baby.”
And by hot, they really mean hot. Truff Hotter Sauce is about two to three times the heat level of its original formula, at about 5,000 to 7,000 on the Scoville Scale, which is more than double the heat in Tabasco Sauce, which comes in at about 2,500.
Popeye’s is buying in to the luxury hype by hosting a “So You Think You’re Fancy” TikTok contest design to inspire guests to showcase “how they bring fancy to life in everyday ways” using the #PopeyesContest hashtag.
The contest is hosted by content creator Wisdom Kaye. Winners can earn a spot on “the Popeyes yachtsteraunt,” which sets sail in the spring.
“Our chicken sandwich pays homage to time-honored cooking techniques one would find at a fine-dining restaurant. Combined with Truff, our new sandwich boasts new bold, flavorful ingredients typically reserved for white tablecloth settings and we recognized an opportunity to lean in on being lavish,” CMO Jeff Klein said in a statement. “We launched a TikTok contest anchored to the launch of our fanciest Chicken Sandwich yet and designed the campaign to inspire guests to take to social media to spotlight fancy moments in their everyday life.”
Nick Ajluni, co-founder and co-CEO at Truff, says the company is “pleased to work with Popeyes to redefine ‘fast food’ and offer an experience where an elevated product like Truff mixes seamlessly with the Popeyes chicken sandwich.”
This is Truff’s second partnership in the restaurant sector, as it teamed up with Taco Bell last year for a new Nacho Fries product, with the launch of Truff’s Hotter Hot Sauce.